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Bay Healthy’s public health campaign inspires the masses with its strong visual brand and simple spin on well-being.

Bay Healthy is an ambitious public health campaign rooted in the employer community in the San Francisco Bay Area. The brainchild of former Safeway Health President Dr. Kent Bradley, Bay Healthy was designed to change people’s mindset around health and, subsequently, the behaviors affecting it. To do that, we partnered with Dr. Bradley and the business-sponsored Bay Area Council to help start a different type of conversation: one that recognizes the intrinsic connection between personal well-being and the health of the community.

Like any successful effort to effect behavioral change, we created a communications campaign that would be deployed on multiple fronts: publicly, through media; tangentially, in alignment with employer wellness efforts; and directly, via social media.

Visionary public

health statement

Galvanizing brand

designed to inspire

#JustStartSmall

What will you do?

We understood that the aspirational nature of Bay Healthy would take time for people to absorb and understand, and it was our charge to develop a communications launch plan, a strong visual brand, key messaging, and high-level calls to action with which to begin the dialogue.

The program launch was tied to the San Francisco Business Times’ Healthiest Employers in the Bay Area competition. Employers that integrated Bay Healthy into their overall wellness efforts received additional points toward qualifying as a “healthiest employer.”

A galvanizing brand

Designed to inspire, the brand we designed is one that can stand the test of time for such an aspirational goal to take hold. This is reflected in the brand’s visual look and feel, as well as content tone and voice. Its color palette and logo evoke the energy and spirit of the Bay Area.

Bay Healthy is happening all around us, one thing at a time. What’s your one thing?

Dr. Kent Bradley

Small steps toward a big impact

Our engagement strategy for Bay Healthy expanded on the successful “One Simple Change” campaign that Dr. Badley created for Safeway stores. It involved multiple stakeholders, and we created messaging and value propositions directed at each: leveraging local business partnerships for financial support and media donations; engaging the Bay Area’s Healthiest Employers to align their own employee health and wellness engagement efforts with the broader Bay Healthy perspective; and inspiring employees to commit to doing one small thing to improve their health and share that commitment via social media to help create communitywide momentum.